Yupin Yang

Associate Professor, Marketing
Ph.D. Marketing (University of Toronto, Canada), B.Sc. Operations Research and Statistics (Fudan University, China)

Burnaby Room: WMC 4368
Burnaby Phone: 778.782.4186

Email Address: yupin_yang@sfu.ca

Curriculum Vitae: View

Biography

Associate Professor Yupin Yang joined the Beedie School of Business in September 2007 from the University of Toronto where she earned a PhD in marketing. A love of sports spills over into her research, which focuses on sports marketing and branding strategies. Her research also includes search advertising, and pricing in hosipitality industry.  Her research has been published in many top research journals including Marketing Science, Journal of Marketing Research, International Journal of Research in Marketing, Journal of Interactive Marketing, and Annals of Tourism Research.

Specialization and Research Interests

Sports Marketing, Athlete Branding, Quantitative Marketing, Two-sided Matching Model, Search Advertising. 

Selected Publications

[{"id":"23196","IC_id":"5647","Title":"Banning controversial sponsors: Understanding equilibrium outcomes when sports sponsorships are viewed as two-sided matches","Year":"2015","Date":"2015-10-01","kind_id":"1","Type":"Publication","KindName":"Journal Article, Academic Journal - Peer Reviewed","WebProfileCategory":"Articles and Reports","DOI":"10.1509\/jmr.14.0225","PublisherName":"American Marketing Association","PublisherCity":"Chicago","PublisherCountry":"United States","journalTitle":"Journal of Marketing Research","journalVolume":"52","journalIssue":"5","pages":"593-615","URL":null,"contributors":[{"firstName":"Yupin","middleName":"","lastName":"Yang"},{"firstName":"Avi","middleName":"","lastName":"Goldfarb"}],"icKind":"journal"},{"id":"23196","IC_id":"5387","Title":"The impact of a new online channel: An empirical study","Year":"2015","Date":"2015-09-01","kind_id":"1","Type":"Publication","KindName":"Journal Article, Academic Journal - Peer Reviewed","WebProfileCategory":"Articles and Reports","DOI":"10.1016\/j.annals.2015.06.006 ","PublisherName":"Pergamon","PublisherCity":"Oxford","PublisherCountry":"United Kingdom","journalTitle":"Annals of Tourism Research","journalVolume":"54","journalIssue":"1","pages":"136-155","URL":null,"contributors":[{"firstName":"Qiang (Steven)","middleName":"","lastName":"Lu"},{"firstName":"Yupin","middleName":"","lastName":"Yang"},{"firstName":"Ulku","middleName":"","lastName":"Yuksel"}],"icKind":"journal"},{"id":"23196","IC_id":"5330","Title":"The Impact of Market Competition on Search Advertising","Year":"2015","Date":"2015-05-01","kind_id":"1","Type":"Publication","KindName":"Journal Article, Academic Journal - Peer Reviewed","WebProfileCategory":"Articles and Reports","DOI":"10.1016\/j.intmar.2015.01.002","PublisherName":"Elsevier Inc","PublisherCity":"New York","PublisherCountry":"United States","journalTitle":"Journal of Interactive Marketing","journalVolume":"30","journalIssue":"","pages":"46-55","URL":null,"contributors":[{"firstName":"Yupin","middleName":"","lastName":"Yang"},{"firstName":"Lu","middleName":"","lastName":"Qiang"},{"firstName":"Guanting","middleName":"","lastName":"Tang"},{"firstName":"Jian","middleName":"","lastName":"Pei"}],"icKind":"journal"},{"id":"23196","IC_id":"4859","Title":"A longitudinal study of the impact of the Sydney Olympics on real estate markets","Year":"2015","Date":"2015-02-01","kind_id":"1","Type":"Publication","KindName":"Journal Article, Academic Journal - Peer Reviewed","WebProfileCategory":"Articles and Reports","DOI":"10.1108\/IJEFM-02-2014-0007","PublisherName":"Emerald Group Publishing Ltd","PublisherCity":"Bingley","PublisherCountry":"United Kingdom","journalTitle":"International Journal of Event and Festival Management","journalVolume":"6","journalIssue":"1","pages":"4-17","URL":null,"contributors":[{"firstName":"Lu","middleName":"","lastName":"Qiang"},{"firstName":"Yupin","middleName":"","lastName":"Yang"}],"icKind":"journal"},{"id":"23196","IC_id":"830","Title":"Rise and fall of stars: Investigating the evolution of star status in professional team sports","Year":"2011","Date":"2011-12-01","kind_id":"1","Type":"Publication","KindName":"Journal Article, Academic Journal - Peer Reviewed","WebProfileCategory":"Articles and Reports","DOI":"10.1016\/j.ijresmar.2011.05.004","PublisherName":"Elsevier BV","PublisherCity":"Amsterdam","PublisherCountry":"Netherlands","journalTitle":"International Journal of Research in Marketing","journalVolume":"28","journalIssue":"4","pages":"352-366","URL":null,"contributors":[{"firstName":"Yupin","middleName":"","lastName":"Yang"},{"firstName":"Mengze","middleName":"","lastName":"Shi"}],"icKind":"journal"},{"id":"23196","IC_id":"189","Title":"Estimating the value of brand alliances in professional team sports","Year":"2009","Date":"2009-11-01","kind_id":"1","Type":"Publication","KindName":"Journal Article, Academic Journal - Peer Reviewed","WebProfileCategory":"Articles and Reports","DOI":"10.1287\/mksc.1090.0513","PublisherName":"Institute for Operations Research and the Management Sciences (I N F O R M S)","PublisherCity":"Hanover","PublisherCountry":"United States","journalTitle":"Marketing Science","journalVolume":"28","journalIssue":"6","pages":"1095-1111","URL":null,"contributors":[{"firstName":"Yupin","middleName":"","lastName":"Yang"},{"firstName":"Mengze","middleName":"","lastName":"Shi"},{"firstName":"Avi","middleName":"","lastName":"Goldfarb"}],"icKind":"journal"},{"id":"23196","IC_id":"5388","Title":"The impact of consumer search behavior on search advertising in the hotel industry","Year":"2015","Date":"2015-08-01","kind_id":"13","Type":"Publication","KindName":"Book Chapter, Non-Scholarly Book - New","WebProfileCategory":"Books, Book Chapters and Monographs","DOI":"10.4018\/978-1-4666-8699-1.ch001","PublisherName":"IGI Global","PublisherCity":"Hershey","PublisherCountry":"United States","bookTitle":"Emerging Innovative Marketing Strategies in the Tourism Industry","bookChapter":null,"pages":"1-15","URL":null,"contributors":[{"firstName":"Qiang(Steven)","middleName":"","lastName":"Lu"},{"firstName":"Yupin","middleName":"","lastName":"Yang"},{"firstName":"Shahriar","middleName":"","lastName":"Akter"}],"icKind":"book","editors":[{"firstName":"Nilanjan","middleName":"","lastName":"Ray"}]},{"id":"23196","IC_id":"3206","Title":"Price information patterns in web search advertising: An empirical case study on accommodation industry","Year":"2013","Date":"2013-12-01","kind_id":"108","Type":"Presentation","KindName":"Conference Presentation, Professional, Refereed, Complete paper in Proceedings","WebProfileCategory":"Conference Proceedings","DOI":"10.1109\/ICDM.2013.100","PublisherName":"IEEE","PublisherCity":"Piscataway","PublisherCountry":"United States","pages":" 737 - 746","presentationVenueName":"IEEE International Conference on Data Mining ","URL":null,"contributors":[{"firstName":"Guanting","middleName":"","lastName":"Tang"},{"firstName":"Yupin","middleName":"","lastName":"Yang"},{"firstName":"Jian","middleName":"","lastName":"Pei"}],"icKind":"presentation"}]

Articles and Reports

Yang, Y., & Goldfarb, A. (2015). Banning controversial sponsors: Understanding equilibrium outcomes when sports sponsorships are viewed as two-sided matches. Journal of Marketing Research, 52(5), 593-615. http://doi.org/10.1509/jmr.14.0225

Lu, Q. (., Yang, Y., & Yuksel, U. (2015). The impact of a new online channel: An empirical study. Annals of Tourism Research, 54(1), 136-155. http://doi.org/10.1016/j.annals.2015.06.006

Yang, Y., Qiang, L., Tang, G., & Pei, J. (2015). The Impact of Market Competition on Search Advertising. Journal of Interactive Marketing, 30, 46-55. http://doi.org/10.1016/j.intmar.2015.01.002

Qiang, L., & Yang, Y. (2015). A longitudinal study of the impact of the Sydney Olympics on real estate markets. International Journal of Event and Festival Management, 6(1), 4-17. http://doi.org/10.1108/IJEFM-02-2014-0007

Yang, Y., & Shi, M. (2011). Rise and fall of stars: Investigating the evolution of star status in professional team sports. International Journal of Research in Marketing, 28(4), 352-366. http://doi.org/10.1016/j.ijresmar.2011.05.004

Yang, Y., Shi, M., & Goldfarb, A. (2009). Estimating the value of brand alliances in professional team sports. Marketing Science, 28(6), 1095-1111. http://doi.org/10.1287/mksc.1090.0513

Books, Book Chapters and Monographs

Lu, Q., Yang, Y., Akter, S., & Ray, N. (2015). The impact of consumer search behavior on search advertising in the hotel industry. Emerging Innovative Marketing Strategies in the Tourism Industry (1-15). Hershey, United States: IGI Global.

Conference Proceedings

Tang, G., Yang, Y., & Pei, J. (2013). Price information patterns in web search advertising: An empirical case study on accommodation industry. http://doi.org/10.1109/ICDM.2013.100

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